L’Oréal Shares 7 Steps to Handle Your Viewers with Influencer Advertising

Since becoming a member of L’Oréal in 2014, Hugh Pile, CMO of L’Oréal for Western Europe, has been creating the model’s influencer advertising and marketing apply. On the latest Pageant of Advertising, Nicolas Chabot, SVP EMEA at Traackr was joined on stage by Hugh Pile, the place they explored how influencers are disrupting the wonder sector and the way L’Oréal is reworking its method to delivering success with influencers. Collectively they shared the seven key steps for manufacturers to interact their audiences by means of influencer advertising and marketing.

The wonder panorama has skilled a significant shift with the rise of influencers and their affect on shaping content material and its distribution. To place the market into context, Hugh shared some statistics:

• 1.2bn selfies are taken a yr within the UK, 270m of those seem on Instagram
• 5.4m international beauty-related movies are revealed on Youtube – an increase of +200% yr on yr
• 2 in 5 British ladies are viewing magnificence tutorials
• Over 60% of magnificence movies are associated to make-up
• 55% use Instagram as a supply of magnificence content material 

Within the US, it’s estimated that there are 35,000 magnificence influencers representing manufacturers amongst Cosmetics, Hair, Skincare, and Nail so proportionally this might imply about 6,000 for the UK. However the actual affect is achieved by comparatively few people, as 17% of the UK’s high 500 magnificence influencers account for 80% of the attain of that whole group, with the highest 8 influencers within the UK gathering a possible attain of 70 million. Though influencers seem throughout many platforms, Instagram leads capturing 36% of the viewers of those high 500 influencers, adopted by Youtube with 25%, Twitter with 22% and eventually Fb with 17%.

7 key steps to interact your viewers with Influencer Advertising

Step 1: Be clear in your model positioning and context

Influencer advertising and marketing is advertising and marketing one-on-one, talking and interesting with every influencer individually. What does your model stand for and the way it can play on ardour factors and client teams? Your model positioning and context are each keys. Guaranteeing that your model is credible will guarantee you can construct an genuine and rewarding relationship with an influencer.

Step 2: Discover who impacts your viewers

For giant, multi-brand corporations, every model targets completely different viewers teams and should determine the best people to accomplice with. Additionally it is essential that influencers are aligned with the model values and what the model stands for. This, in flip, feeds the all-important authenticity issue.

Step 3: Engagement by means of personalisation

Influencers will at all times ask the identical query. They wish to know, “What’s In It For Me?” (WIIFM) as Minter Dial places it. It’s essential to create a relationship with the folks you care about. What are you providing by way of content material and model affiliation? Personalisation is vital as a result of the WIIFM issue will likely be completely different for every influencer. Due to this fact it’s essential to section your influencer targets and create the best alternatives. 

Step 4: Content material collaboration

It may be troublesome for manufacturers to search out new methods to collaborate with influencers and provides them required area to create compelling content material whereas sustaining some management.

Co-creating content material could be very highly effective and permits manufacturers to keep authenticity and credibility. L’Oreal teamed up with 5 of the UK’s most influential and provoking magnificence YouTuber’s to deliver customers movies and articles on the newest magnificence tendencies throughout make-up, hair and Skincare – this requires a powerful component
of co-creation which leads to informative, genuine and interesting content material.

Step 5: Play the lengthy sport

Don’t consider you can create a powerful and excessive performing relationship on day one.

For instance, De GRISOGONO, listened to influencers over 6 months earlier than beginning to interact for the Cannes Movie Pageant. The model had an goal to develop long-term relationships with key influencers previous to the occasion.

Step 6: Respect UK governance

Being sincere and genuine with each influencers and their audiences is essential to profitable influencer advertising and marketing. Use the required hashtags to indicate adverts and sponsorships (e.g. #AD #SP) and respect your and your influencers’ viewers. As Hugh stated, dangerous examples of manufacturers have an effect on all of us. Yow will discover extra info at: socialmedia.org/disclosure.

Step 7: Transferring from campaigns to ‘at all times on’ engagement

Entrepreneurs are used to working in a campaign-based method. Investing in long-term relationships with influencers over time as an alternative of working ‘marketing campaign to marketing campaign’ after which leveraging this all year long will really unlock the facility of a powerful relationship.

Take the subsequent step to raise your influencer technique. Discover our newest whitepaper, co-written with Minter Dial, Influencer Advertising: 9 Challenges for Luxurious Manufacturers. You’ll study overcoming the 9 key influencer advertising and marketing challenges for luxurious manufacturers, together with Aston Martin, Remy Cointreau, and Burberry. Obtain the whitepaper right now.